Hist Mar Sci
Introduction
The History of Marketing Science, Book edited by Russell S. Winer & Scott A. Neslin
INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: TOCs
The History of Marketing Science (2nd Edition), Editors: Russell S Winer & Scott A Neslin
The History of Marketing Science: Beginnings
—Scott A Neslin and Russell S Winer
Methods
Brand Choice Models
—Gary J Russell
Conjoint Analysis
—Vithala R Rao
Innovation Diffusion
—Eitan Muller and Renana Peres
Econometric Models
—Dominique M Hanssens and Marnik G Dekimpe
Market Structure
—Steve M Shugan
Stochastic Models of Buyer Behavior
—Peter S Fader, Bruce G S Hardie, and Subrata Sen
Endogeneity and Causal Inference in Marketing
—Dominik Papies, Peter Ebbes, and Elea McDonnell Feit
AI and Machine Learning
—P K Kannan and Liye Ma
Field Experiments
—Yiting Deng, Anja Lambrecht, and Catherine Tucker
Management:
Advertising Effectiveness
—Gerard J Tellis
Branding and Brand Equity Models
—Tülin Erdem and Joffre Swait
Distribution Channels
—Eunkyu Lee and Richard Staelin
Customer Relationship Management (CRM)
—Scott A Neslin
The Internet as a Social Medium
—Wendy W Moe and David A Schweidel
Internet Marketing
—Peter J Danaher and Andrew T Stephen
New Products Research
—Tingting Fan, Peter N Golder, and Donald R Lehmann
Service Marketing Models
—Roland T Rust and Ming-Hui Huang
Models of Organizational Buying Behavior
—Gary L Lilien
Pricing
—Russell S Winer
Sales Force Productivity Models
—Murali K Mantrala
Sales Promotions
—Karen Gedenk, Kusum L Ailawadi, and Sunil Gupta
Market Segmentation
—Michel Wedel and Wayne S DeSarbo